Source :NEWS18 NEWS
Last Updated:June 08, 2025, 08:11 IST
Craft, community, and clicks—why the new wave of Indian whisky is all about digital discovery.
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Gone are the days when whisky appreciation was reserved for quiet lounges, private clubs, or leather-bound connoisseurs debating age statements. Today, a fresh breeze is blowing through India’s whisky landscape and it smells like innovation. At the heart of this evolution? A new generation of whisky drinkers, millennials and Gen Z, who are defining whisky not just by its age or origin, but by the experience it offers. And that experience, more often than not, begins online.
“Whisky has evolved with time and India’s single malt whisky scene is undergoing a remarkable transformation led by youngsters with a digital-first mindset,” says Major General (Dr) Rajesh Chopra, AVSM (Retd), Founder & Director General, Indian Malt Whisky Association. “Today, consumers are not only adventurous in their palates but also engaged in storytelling. With the transformation in the alco-bev industry, whisky tasting is no longer confined to tasting rooms, it now happens across digital platforms, where reels, reviews, and virtual tastings are shaping perceptions and building communities.”
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From interactive whisky masterclasses on Instagram Live to flavor breakdowns on YouTube Shorts and TikTok-style reels, digital content has become the new sommelier. Young consumers are more likely to explore a label through an influencer’s tasting notes than a store display. As a result, storytelling, education, and authenticity have become key markers of success in the digital whisky age.
For Dheeraj Mathur, Cluster Executive Chef, Radisson Blu, Kaushambi, Delhi NCR, the evolution of whisky mirrors what’s happening in the culinary world. “As a chef, I see parallels between how people discover food and how they now discover whisky,” he says. “For today’s young consumers, whisky isn’t just a drink, it’s an experience curated through digital touchpoints. Social media, influencer-led tastings, virtual distillery tours, and even interactive Alexa skills are redefining how flavor is explored.”
Much like how diners want to know the source of their produce or the story behind a signature dish, today’s whisky drinkers are focused on tasting notes, terroir, and the craft behind the bottle. “Quick commerce and e-commerce are turning whisky into an on-demand, flavor-first discovery,” adds Mathur. “This generation wants quality, innovation, and cultural connection and digital platforms are the new kitchens where this sensory journey begins.”
That journey is becoming increasingly participatory—blending brand stories with personal expression. For producers, this means evolving their communication, packaging, and engagement strategies to resonate with digitally-savvy drinkers.
“At Globus Spirits, we see this shift as deeply exciting,” says Shekhar Swarup, Joint Managing Director of the company. “Today’s consumers, especially millennials and Gen Z, are not just buying into a liquid—they’re engaging with the story, the provenance, and the personality behind the bottle. Digital platforms have become the new-age tasting rooms, allowing us to bring our craft closer to the consumer in authentic and engaging ways.”
Swarup points to DŌAAB India Craft Whisky as a case in point—Expression 01 is inspired by the Indian fable The Six Blind Men and the Elephant, a narrative that evokes layered interpretation and sensory exploration. “From its limited-edition bottling to its content-led discovery approach, DŌAAB reflects what modern consumers value—curiosity, individuality, and depth.”
And it’s not just about content—it’s also about listening. “Personalization is another area where digital plays a powerful role,” says Swarup. “By listening to our consumers through digital feedback loops, we’re able to respond faster and more meaningfully to reflect the experimental spirit of today’s drinker.”
Back at the Indian Malt Whisky Association, Chopra sees this convergence of technology, tradition, and community as the foundation of India’s whisky future. “AI-driven personalization, immersive content, and social commerce are making the category more accessible than ever,” he says. “As India’s homegrown labels gain momentum globally, the intersection of technology, tradition, and storytelling is shaping a new whisky culture—one that celebrates craft, connects generations, and puts Indian single malts proudly on the world map.”
In this era of Whisky 2.0, it’s clear that taste isn’t just on the tongue, it’s also on the screen. From virtual tours of distilleries in Rajasthan to voice-activated cocktail pairings, the next chapter of Indian whisky is being written one scroll, swipe, and sip at a time.
About the Author
Swati Chaturvedi, a seasoned media and journalism aficionado with over 10 years of expertise, is not just a storyteller; she’s a weaver of wit and wisdom in the digital landscape. As a key figure in News18 Engl…Read More
Swati Chaturvedi, a seasoned media and journalism aficionado with over 10 years of expertise, is not just a storyteller; she’s a weaver of wit and wisdom in the digital landscape. As a key figure in News18 Engl… Read More
- First Published:
June 08, 2025, 08:11 IST
SOURCE : NEWS 18
